Oh no, the Minions took over PLAE’s shoe factory and started making accessories!
I worked closely with the team at Illumination to create a collection of tab designs, then designed and coordinated PLAE’s marketing campaign to tell the story of this limited-edition release.
Rather than launching this collection as a typical licensed promotion, we told a story of how these mischievous characters took over our factory and made the collection themselves.
The final collection of tabs use the Minions artwork library, bundled with existing PLAE bestselling styles and merchandised as gender neutral.
Partners in crime: Final tab product development by Chrissy Bettencourt; campaign design assisted by Jen Kinzie.
Minion illustration assets courtesy of Illumination/Universal.
